Publications

Peer-Reviewed Publications

• Puttaparthi Tirumala, A. (2026). DeepCausalMMM: A Deep Learning Framework for Marketing Mix Modeling with Causal Structure Learning. Journal of Open Source Software, 11(120), 9914. https://doi.org/10.21105/joss.09914
• Puttaparthi Tirumala, A. (2014). Development of Automated Aerial Pesticide Sprayer. International Journal of Research in Engineering and Technology. 10.15623/ijret.2014.0304151

Conference Research

• Puttaparthi Tirumala, A. (2019). An All-Encompassing Machine-Learning Attribution Model to Plan, Predict and Measure Impact at the Channel and HCP Level. PMSA (Pharmaceutical Management Science Association) Annual Conference. Conference poster, First Prize. 10.5281/zenodo.17409372

Working Papers

• The AI Delegation Blind Spot: Perceived Objectivity, Counterfactual Observability, and Persistent Error in Marketing Decisions. Working paper.

Software

• DeepCausalMMM: a Deep Learning framework for Marketing Mix Modeling with causal structure learning.